Meet the Google Exec Who's Trying to Beat Facebook in the Mobile Ad Business

“Hsiao claimed RunKeeper, a fitness tracking app, was able to add 85,000 users in one quarter and cut its cost-per-install under 25 cents. (Average CPI rates are around $1.80 for iPhones and $1.20 for Androids, according to marketing firm Kenshoo; I’ve heard spending on Facebook can hit nearly $5 a pop.)”